French fashion house Maison Margiela opened a pop-up store at the Sanya International Duty-Free Shop and launched a fragrance line with China Duty-Free Group (CDFG) at Haitang Bay.
The grand opening was inaugurated in an event featuring Maison Margiela Fragrances Asia Ambassador, Chris Lee.
Inspired by the company’s Replica fragrance, the pop-up features an AR sensory fragrance room that uses a “memory journey” to help shoppers discover their favorite scent from the collection, alongside a discovery bar and an online fragrance finder.
A digital wall showcased highlights from the event and attendees were invited to take part in a “digitalized olfactory journey."
Ricardo Schmidt Diaz, general manager of Maison Margiela Perfume Travel Retail Asia Pacific, said, “The Maison Margiela ‘Replica’ Sailing Day event marked yet another milestone for the brand’s fast-growing momentum in Asia Pacific.”
CDFG general manager of Perfume and Cosmetics department, Central Merchandising Division, Grace Wang, said, “This collaboration aligns well with our strategy to meet the increasing demands of Hainan travelers and shoppers for artisanal fragrances, especially ones that are not just about the scent, but also about evoking feelings.”